Curiosity meets excitement. When damp hands are bundled with hopeful faces, it’s time for the AMFI Intake Days. The moment that gives potential new students the chance to let them show their suitability for the Amsterdam Fashion Institute as well as the fashion world. In the following, we provide you with five tips and tricks on how to survive the AMFI Intake Days successfully.

Article by Katharina Gerken.

DON’T PANIC

First and probably one of the most important rules to prepare yourself mentally: don’t panic. Being nervous on your Intake Day is totally normal, since you want to show the best version of yourself on this special day. AMFI isn’t aiming for a harsh intake procedure, it is all about finding out if you and AMFI would be a good match. The environment at AMFI is super helpful and open-minded, so don’t be afraid to ask for help. And always keep in mind: you are not the only one. A lot of applicants managed to survive the Intake Days, so can you.

START IN TIME WITH YOUR GIVEN ASSIGNMENT

All students at AMFI are extremely familiar with sleepless nights before a deadline. Therefore, we would like to prevent you from a stressful all-nighter. The given assignment might challenge you, but don’t forget: it is doable if you start early enough. Being creative sometimes takes time, therefore make sure to start right away to be satisfied with the outcome of your project. This attitude might save you within your AMFI career.

WORK STRUCTURED

One thing our teachers love? Working with Process Books! A way to work perfectly structured is to divide your assignment in several phases such as research, decision-making and evaluation. Therefore, you work in a critical way and teachers can directly see your self-development as well as your way of self-reflecting, which is a main learning aim at the Amsterdam Fashion Institute.

ENGLISH IS NOT THE BIGGEST OBSTACLE

As it is for the majority, English might not be your mother language. You might be afraid to make mistakes, but learning a language fluently is all learning-by-doing. Trust me, your English will improve with time and at the Intake Day, there is definitely room for mistakes. Overcome your fear and try to speak as loud and clear as you can, the rest will come with time.

BE YOURSELF

Last but not least, BE YOURSELF! Easy said, but staying true to yourself is a crucial element for your Intake Day. During your interview, in which you talk to AMFI teachers and students, try to be as honest and genuine as possible. On your Intake Day, AMFI wants to get to know you – not someone you’re trying to pretend to be. Trust in yourself and you will rock your Intake Day at the Amsterdam Fashion Institute.

In this spirit to all the applicants – enjoy your Intake and make it one of a kind.

]]>The AUAS has appointed Valérie Lamontagne as professor of Fashionhttp://amfi.nl/auas-appointed-valerie-lamontagne-professor-fashion/
Thu, 22 Feb 2018 08:54:15 +0000http://amfi.nl/?p=19271The Amsterdam University of Applied Sciences (AUAS) has appointed Canadian Dr. Valérie Lamontagne as professor of the Fashion Research and Technology research group at the Amsterdam Fashion Institute (AMFI). Lamontagne […]

The Amsterdam University of Applied Sciences (AUAS) has appointed Canadian Dr. Valérie Lamontagne as professor of the Fashion Research and Technology research group at the Amsterdam Fashion Institute (AMFI). Lamontagne will start her professorship, affiliated to the Faculty of Digital Media and Creative Industries, this month and will move to the Netherlands this year. The AUAS is looking forward to welcoming her.

As a wearables designer, curator and researcher, Lamontagne brings a lot of knowledge to the professorship, where various areas of expertise meet. Research and innovation, for example, take place in a multidisciplinary setting, from virtual and industrial design to human movement science and from philosophical to historical contexts. Lamontagne will be focussing on researching creative applications for the use of technologies in fashion, that span interests in new models of manufacturing and fabrication, intelligent textiles, to technologies for the future of retail and marketing.

Fashiontech technologies

In addition, Lamontagne will be engaged in making full use of leveraging emergent technologies to create new platforms for fashion that we wear in the everyday. “Specifically, I will be looking at fashiontech technologies that can be applied to the current material and social landscapes of fashion use, fabrication and aesthetic.”

A great deal of experience
Dr. Lamontagne brings a great deal of experience and international contacts to the AUAS. The designer holds a PhD in ‘Performative Wearables: Bodies, Fashion and Technology’ from Concordia University in Montreal (2017), where she was Adjunct Professor in Design and Computation Arts. Furthermore, Lamontagne is the owner and designer at 3lectromode, a wearables electronics atelier dedicated to avant-garde crafting and consulting in fashionable technologies. She is also the founder and director of the Fashiontech Festival in Montreal.

This is not Lamontagne’s first time in the Netherlands. She regularly travels all over the world to speak on the subject of fashion and technology at conferences and exhibitions, and has visited our country in the past. In this respect, she collaborated with the Museum Boijmans Van Beuningen (2014) on the exhibition ‘The Future of Fashion is Now’, and has previously lived in Rotterdam (2011) for a PhD research stay at V2_Institute for the unstable media.

Link between research and education

The AMFI is looking forward to collaborating with Lamontagne. “We are delighted that she will be joining us and we are looking forward to working with her, to connect research and education in an innovative and creative direction”, according to director Irene Sparreboom.

]]>Triptych 2018: “Always have an open mind.”http://amfi.nl/triptych-2018-always-open-mind/
Fri, 16 Feb 2018 11:00:42 +0000http://amfi.nl/?p=19303Three departments, 10 groups and three weeks. A few weeks ago the second year students of AMFI went on the rollercoaster called ‘Triptych”. Everyone approached the project in a different […]

Three departments, 10 groups and three weeks. A few weeks ago the second year students of AMFI went on the rollercoaster called ‘Triptych”. Everyone approached the project in a different way, and had different experiences and learning moments. Reporter Zoë Akihary spoke to Wes, a second year Fashion & Branding student about his experience.

Article by Zoë Akihary.

Could you tell us a little bit about yourself and something you expected to learn from Triptych?

My name is Wes and I’m a Fashion & Branding student. Beforehand I heard a lot of experiences and stories about Triptych, but I approached the project with an open mind. We had a very nice group with clear communication, which was great. I wanted to have a leading role during the project, because I’m normally more on the background waiting for something to happen. I like doing my own thing. But by working in a big group, I learned that I’m able to be a good leader. That was something I hadn’t tried before, so it was interesting for me to see what is was like to turn my way of working around. By doing so I developed my communication, organisation and leading skills.

Wes developing his photography and visualisation skills during Triptych. He’d love to do the minor Fashion & Visual Culture next year.

What was a surprising element in the process of the project?

I didn’t expect that the communication could be so clear within such a big group. Everyone respected each other and had an open mind towards their peers. Besides that, I found it very important that everyone did something they felt comfortable with, or had the chance to develop themselves in certain areas they wanted to. That’s eventually what this project is all about; to focus on other aspects of the fashion industry and have the freedom to develop yourself.

What was your role during Triptych?

What I have learned during Triptych is to listen to other people. I have developed my English skills by speaking to others a lot. It was also very interesting to see the development of a concept from someone else’s perspective, which was very inspiring.During the project I learned how important clear communication is, because everything has to be in one line, in order to come up with a consistent brand DNA. A tip: Always explain to the rest of your group what you are doing. Other than that, I was mostly responsible for the concept, brand book and visualisation.

Group 2 ‘Catalyst’: a great dynamic between the branders, managers and designers.

All second year students explore the options for the flexibele programme in the third and fourth year. Were you able to use Triptych as a starting point for the upcoming two years?

First I didn’t really have a clue which direction I wanted to go in, in the flexible program, but during Triptych I have realised that I’m very interested in visual communication and conceptual photography. I find photography and film very interesting as well as communicating a certain message through visuals.

The feedback we got back from the teachers on our concept, was that, without explanation needed, it really stood out compared to the other concepts. This made me realise that our brand was indeed visualised very well, and that that is what I’m good at.

If you look back at the past three weeks. Was there something you would have done differently?

The communication between 25 people went quite well most of the time, but we took all decisions together. Next time it’d be better to choose three ‘decision-takers’ of each department, three students who are very involved so we can cut off the ends much quicker. Besides that, I’d give the tip to investigate the remaining two departments beforehand so you can be much more understanding and open-minded towards their contribution!

]]>Triptych 2018: “I didn’t expect to be sad that it’s over!”http://amfi.nl/triptych-2018-didnt-expect-sad/
Thu, 15 Feb 2018 13:40:33 +0000http://amfi.nl/?p=19264At the end of the third semester it’s time for annual project Triptych. This is an exciting moment for second year branders, designers and managers as they merge together and […]

At the end of the third semester it’s time for annual project Triptych. This is an exciting moment for second year branders, designers and managers as they merge together and create a brand based on two icons within 2.5 weeks. Reporter Zoë spoke to Jitske from the “Catalyst” group. She is a manager who developed her creative writing and visual communication skills during the project.

Article by Zoë Akihary.

Second year Fashion & Management student Jitske.

Could you tell us a little bit about yourself and something you expected to learn from Triptych?

My name is Jitske and I’m a second year Fashion & Management student. We have just finished Triptych and I didn’t expect to be so sad that it’s over! During the project my aim was to develop my visual communication skills. Our group had an overload of branders, so it was easy for me to get involved and help throughout the process. As a manager I’m not used to go very in-depth with the visualisation and internal branding part of a concept, so the branders kindly helped me with how to approach a visual by introducing me to the terms ‘denotation’ and ‘connotation’. I sat in on the brainstorm sessions of the branders, but sometimes it looked like they had such a different mindset when it came to research, concepts and visual communication. After a while I think it really did help me a lot to participate those sessions. I was prepared to go through a 3-week long hell, but after day one, I figured it’s actually very inspiring to work in such a big and mixed group.

What was for you a surprising element in the process of the project?

I didn’t expect the communication to be so clear. With almost 30 people in the group, with different opinions, I expected endless discussions all the time when we were about to make decisions. Gladly, this didn’t happen at all during Triptych. Everyone was open to the ideas of their teammates. We found a way to combine all these different thoughts into a lot of different ideas. Then, we merged all our best ideas together into a concept we all agreed on.

What was your role during Triptych?

To gain more broad experience in the fashion industry I focused more on branding within the project. I helped creating the future scenario, kept the process book up-to-date and helped writing the pitches. It was great to do something completely different from Management for a few weeks, because even after the Christmas break, I was not mentally prepared yet to work with numbers again.

Behind the scenes of the installation of Jitske’s group ‘Catalyst’.

In the second year you’re exploring your options for the flexibel programme. Did Triptych help you to find out what direction you’d like to go to?

Definitely! Next year I hope to do the minor Fashion Theories in which you research fashion with a cultural approach. This means I have to write essays, so during Triptych I wrote a lot of texts which was good practice for the future.

If you look back at the past three weeks. Was there something you would have done differently?

Well, I think sometimes we were a bit too enthusiastic, which may sound a bit odd. We threw so many creative ideas on a pile, that eventually, we had to ditch quite some elements. For us, the concept was very clear, but it was harder to follow for an outsider. So to the people for next edition of Triptych, I’d say: keep asking people from outside of AMFI, or at least outside of your group, for feedback, as they are eventually the customers who have to understand the concept.

]]>An account of Triptych in analoguehttp://amfi.nl/account-triptych-analogue/
Wed, 14 Feb 2018 07:32:02 +0000http://amfi.nl/?p=19251For reporter Emma Smit was Triptych 2018 a way to explore her passion for analogue photography, as she captured the entire a process on a disposable camera. Images and […]

For reporter Emma Smit was Triptych 2018 a way to explore her passion for analogue photography, as she captured the entire a process on a disposable camera.

Images and article by Emma Smit.

After the concepting phase of Triptych, the branders sit together with the fashion managers and designers to carefully explain and discuss conceptual starting points. Open communication is very important when creating a consistent brand identity. After everyone is up to date and ready to get their hands dirty, the designers start sewing the garments. The stress is on.

Here are some branders doing some intense research into the minds of Frida Kahlo and Miley Cyrus. Triptych 2018 was all about finding inspiration in the lives and work of two icons. Brand distinctiveness is requisite when attracting your audience. This is why analysing and deconstructing their motivations can be a very tedious, but interesting process.

After finding some conceptual starting points for our brand, we started analysing the images. Moodboards are the necessary building blocks when it comes to visually communicating your ideas. Practice makes perfect. Here are some of the students from The Tv is Off deconstructing some conclusions and giving feedback on each other’s moodboards.

Developing a logo is very exciting. Triptych teaches students how to work collaboratively, while still being friendly and looking at things with constructive criticism. Here we see some branders agreeing on a logo they came up with. Seeing hard work come to life puts a smile on everyone’s faces.

Students from management, design and branding all come together to make Triptych a night to remember. We teach and help each other with the things we have learned over the last 2 years at the Amsterdam Fashion Institute. By bringing diverse opinions together we strengthen our collaboration skills which will qualify us for the real world.

The designers spent all night and day working to get the outfits done. They know what hard work feels like. Whilst shooting the images to further enhance the brand identity, the designers get to see their garments come to life.

Experimenting, sketching and discussing, is something students at AMFI know all too well. Here we see students discussing the final details before starting to sew the garments. Colours, extravagant patterns and using the correct fabrics can make or break a look.

The students create a concept, design the garments, make them and then of course plan the photoshoot. Here we see some students deciding on hair and make-up that fits their visual identity. Elba van den Heuvel models for The Tv is Off brand photoshoot. Designers tend to her to make the outfits look magical. After Triptych, this garment will be recycled and guaranteed a second life.

]]>A (real) experience of Triptych 2018http://amfi.nl/real-experience-triptych-2018/
Sun, 11 Feb 2018 20:45:29 +0000http://amfi.nl/?p=19227Second year International Fashion & Branding student Anouchka Gauthier kept a diary during Triptych, which we would like to share with you in order to gain more insight into the […]

Second year International Fashion & Branding student Anouchka Gauthier kept a diary during Triptych, which we would like to share with you in order to gain more insight into the mysterious project that is Triptych.

Article by Anouchka Gauthier.

I remember listening to the audience applaud whilst looking at the smiles of many proud students, happy to have completed their project. The smell of the models’ hairspray was still lingering in the backstage area, as the euphoria of the show seemed to have calmed down. Triptych is ‘300 students, 10 brands, 3 weeks and 0 waste’, but it is also 16 days of intense work, ups and downs, reassessments, accomplishment and a lot of wonderful unexpected encounters.

For Triptych, all rules start over again: Dutch and International Management, Branding and Design classes are mixed and put together in 10 teams. For the first time, AMFI challenges us to create a new futuristic fashion brand in its entirety: from the concept to the final show, through the creation of a visual identity, photoshoot, video production, design a collection but also the creation of a 3D stand and a business plan. Nothing is left out. There’s one rule: teams are assigned to two iconic figures as a starting point. When we had to meet our new group members for the first time, I am not going to lie, it was an awkward moment. But everyone was really motivated and the group had a great vibe.

The third day of the project, my team had to take the official group photo.

The first week was complicated. Everyone had their own vision of the concept: a lot of people felt they trust others. A tip for first year students: The moment you start trusting your group members, is the moment you start having fun! Triptych is less about personal preference and vision, as you will have to compromise during the process. We had to do a lot of research in order to build the brand, and we found out that working as a big group wasn’t efficient. We decided to assign different functions to people, which resulted in the creation of different teams: the concept team, branding team, installation team, sustainability team and, last but not least, design team.

The weekend was dedicated to the creation of the concept presentation. One of my teammates and I were in charge, and we decided to create a 5-minute video. It was really intense: scenario writing, finding good visuals, matching music, voice recording and editing. 10-cups-of-strong-coffee-and-6-hours-of-sleep-in-two-days later, we managed to finish the video.

Me, doing the makeup of one of our models (credit : Milena Majda).

During the second week, everything went by so fast. I was in charge of organising the photoshoot and creating the video. Everything, however, had not gone as planned. Two days after the photoshoot, the photographer sent us the pictures: the result was horrible. When we asked her to send us unedited pics, she started blackmailing us for more money. We had to call a few lawyers and then we finally received some unedited pictures. Another tip? Set up a contract when you hire someone, for everyone’s safety.

However, managing and organising a photoshoot and be responsible for the video clip, was a wonderful experience which really helped me to learn more about myself.

The final pictures of the photoshoot.

Unfortunately, all good things must come to an end. After 16 days of intense work, the day of the event had finally arrived. Stress and fatigue gave way to the excitement of the show. Days and hours became minutes. At 7:03 pm, the lights darkened and the electric blue spots moved towards the catwalk. I could finally breathe, and I suddenly realised how proud of myself I was. For me Triptych was not just a school project; it was the moment all of my doubts faded and I really realised why I chose for the Fashion Industry.

The final catwalk of Triptych 2018. Our collection was presented as the final collection of the show, which was an incredible moment!

(I would like to give credit to Team 6 for all the pictures and designs.)

Triptych, the annual project in which second year branders, managers and designers come together in a perfect symbiosis, creating 10 different brands, and one big spectacle. Reporter Noémie Ninot felt inspired, although slightly disheartened, by the look into 2028, and created a series of collages of a few of the brands.

Collages and text by Noémie Ninot.

Vultus

Scientifically, a symbiosis signifies the intimate association of two different species. In the world of creation, symbioses are infinite and will never stop creating our next day. Googly and gooey, Vultus conceptualises a plasticised world melting into the human body. When thinking about the trends of 2028, they created quite a disconcerting symbiosis. Maybe the garments will no longer be used as ornaments but will be part of our bodies, as a sort of armour, a collaboration between our flesh and the threads of the fabric.

Innri

An explosion of incredible textures, a veiled face, garments cut as Hussein Chalayan does. The universe of Innri, takes us into a world full of mystery; a dark, fluid and dusty world. A somber opulence that predicts a strong and courageous silhouette. Besides this dark fantasy, the elegance of the cuts and the organza give a little pinch of romance to the garments.

Aon

As the steps of the models were progressing, their majestic and dancing gestures hypnotised our souls. The bodies united themselves to create one indissociable human being of disconcerting beauty. The texture of the fabrics melted in voluptuous movements that we could only sense as a divine unity. Aon sees 2028 as a frantic race of being in search of answers, wearing unisex garments, liberating the human of the prison that a garment can be sometimes.

Antidote

Irremediable poison to mankind, society plagues our hearts and souls. The group Antidote is maybe the counter-agent of this affliction: an explosion of colours, powerful fabrics, mad hairstyles, lunatic faces and tawdry jewels… Antidote offered a loophole to the future and provided a brilliant image of how we behave today.

The TV is off

At my home, the tv has never been on. Quite simply, I didn’t have one. Unfortunately, the tv is not off in everyone’s homes. It is actually on too often. A world without television, can you imagine? Real communication, without filters. A concept made very clear by the TV Is Off, offering us garments mixing futuristic and forgotten fabrics. A mix of a world torn between reality and illusion.

]]>iNDiViDUALS celebrates the past in order to REconstruct the futurehttp://amfi.nl/individuals-celebrates-past-order-reconstruct-future/
Thu, 01 Feb 2018 14:42:51 +0000http://amfi.nl/?p=19176On Monday January 29 iNDiViDUALS GEN24 presented its REconstructed collection at the studio of Dutch catwalk photographer Peter Stigter. Backed by the promising statement: “We celebrate the past in order […]

On Monday January 29 iNDiViDUALS GEN24 presented its REconstructed collection at the studio of Dutch catwalk photographer Peter Stigter. Backed by the promising statement: “We celebrate the past in order to REconstruct the future” iNDiViDUALS GEN24 called themselves the ‘Generation of Change’ in response to the student reality brand’s previous generation who left with the claim “maybe change isn’t so bad after all”.

All photos by Team Peter Stigter.

Built upon the framework of iNDiViDUALS heritage, GEN24 presented a collection that celebrates the brand’s past 23 generations. Inspired by the Tower of Babel story, GEN24 united all generations by REconstructing 23 iconic looks from twelve years of the brand’s history. Each look pays homage to a specific generation. Influenced by construction workers, the collection showed a mix of feminine silhouettes and exaggerated proportions. A variety of classic fabrics in different tones of warm colours such as deep red corduroy and yellow pinstripe were combined with robust beeswax coatings, copper sequins and comfortable knits, diffusing the tension between street style and tailoring.

In addition to these pieces, GEN24 introduced five Sidekicks: functional add-on items, for both men and women, that revitalise already existing looks. Confronting the idea of overproduction in the fashion industry, iNDiViDUALS produced this collection by REpurposing overstock garments and fabrics from previous generations illustrating the brand’s deepening commitment to sustainability. The collection presentation, which was attended by close relations, industry professionals and sustainable revolutionists, was met with resounding success. An unconventional show setting set this generations’ presentation apart from ones previous as guests and models were joined together to REconstruct the ‘Tower of Babel’. By mimicking the tower’s iconic construction, iNDiViDUALS honoured the brand’s heritage by presenting its REconstructed looks on models going up risers.

Sidekicks joined on the floor giving the audience an overview of the brand’s past and a glimpse into its future. With this ‘The Generation of Change’ closes the final chapter of iNDiViDUALS as it is, for the time being. After a REconstruction phase of ten months, the brand aims to come back as a pioneer of the future in sustainable fashion. By exploring more sustainable ways to produce and consume fashion, guests were given a one-time opportunity to buy the collection on the spot. A See Now, Buy Now pop-up store located at the show venue opened directly after the presentation to minimise the brand’s need of producing high volumes of stock.

iNDiViDUALS x LENA
A first step towards a more sustainable fashion future has already been taken, as iNDiViDUALS and LENA the fashion library proudly announce an exclusive partnership for the next ten months. By offering LENA’s clientele a selection of signature garments from past generations, iNDiViDUALS and LENA aim to construct a more sustainable fashion perspective whilst celebrating the heritage of this reality school program.

]]>AMFI graduation show part 2http://amfi.nl/amfi-graduation-show-part-2/
Wed, 31 Jan 2018 12:38:20 +0000http://amfi.nl/?p=19147On January 11th, seven Fashion & Design graduates presented their final collection. Five students presented on the catwalk and two students with an installation. Serina Aafjes serina-aafjes.com Tatiana […]

]]>AMFI graduation show part 1http://amfi.nl/amfi-graduation-show-part-1/
Wed, 31 Jan 2018 12:37:45 +0000http://amfi.nl/?p=19095On January 11th, seven Fashion & Design graduates presented their final collection. Five students presented on the catwalk and two students with an installation. All photos by Team Peter Stigter. […]